The James Ready Pop-Up Billboard Campaign
Issue 20 | September 2011
Agency
Leo Burnett Toronto
Creative Team
Chief Creative Officer : Judy John ; Creative Directors : Judy John, Lisa Greenberg; Art Director : Anthony Chelvanathan; Copywriter : Steve Persico
Other Credits
Account Director : Natasha Dagenais ; Group Account Director : David Buckspan;
Date
April 2011
Background
The objective was to reach out to people in places and spaces they normally don't see messaging from beer companies, supporting James Ready’s positioning as a brand that doesn’t act or talk like the big boys.
They wanted to continue the theme of helping people save money so they can have enough for beer.
Idea
The first-ever pop-up billboard was created, which could be taken to places James Ready drinkers congregate, to offer them deals on things they need and save money for beer.
Since the board was meant to be random and surprising, James Ready never told people where it would show up next and left people guessing.
Results
The pop up billboard attracted attention wherever it went, saving people money on things they need and creating a real affinity for the brand.
James Ready is one of the fastest growing beer brands in Canada.
Our Thoughts
It must be the oldest advertising idea in the book, the idea that the money you save buying Brand X will help you buy/do the things you really want!!!
This campaign is so brilliant because it’s a perfect reversal of the paradigm. Here’s a brand helping you save money on the things you don’t really want but need so you can afford the things you don’t really need but want.
It’s brilliant not just because it’s rooted in the real world where real people never confuse spending money with saving money but because it is so knowing of modern culture. The brand’s fans will see clearly the posters are ads about ads, poking fun at the tired old Brand X commercials they see on TV and on posters day after day.